We are creatures of habit. As consumers, in our purchasing habits and our engagement with the market, we deftly replicate old behaviours. We develop brand loyalties and deep attachments to practices, our daily bread becoming a customary ritual.
This, unfortunately, has made it difficult, nearly impossible, for new, alternative brands to compete in the retail market. Everything from environmentally harmless soaps to bourgeoning forms of renewable energy remain peripheral at best when up against their old and trusted predecessors. Environmentalists and sustainability activists have been known to groan at the title ‘alternative’ which has come to signify most things green, local or non-toxic. The frustration with this title is that it seems to normalize all that is un-green, imported and toxic. It is time for the alternative to become the norm, they say.
One figure working to push the envelope for all things eco is Richard Seireeni, a smooth talking, chic attired, friendly-eyed marketing master. Richard is one of the figures working to usher in the Green Revolution, lending credibility and visibility to conscious brands. He has even written a new book describing what he has uncovered as the network existing amongst ‘ecopreneurs’ where they rely upon mutual support, coverage and advertising for market success. Richard has given this network the descriptive title of “The Gort Cloud” which includes a rich mixture of green businesses, environmental foundations, sustainability news agents, consumer report groups and popular websites.
Richard’s book, The Gort Cloud: The Invisible Force Behind Today’s Most Visible Green Brands, was released in early 2009. At a recent conference at Vancouver’s UBC campus, I saw Richard deliver a lecture, via Skype (to cut down on travel emissions), on this new concept.
When he began to research the market strategies behind some of the most recognized eco labels, Richard noticed one unique and seemingly impossible thing: they had no marketing budget, the paid nothing for advertising campaigns. Soon enough Richard was uncovering the vast and largely online network connecting the green community, touting its latest products, research and innovations, The Gort Cloud.
What is greatest about Richard’s efforts to expose the inner workings of the sustainability marketplace is the accessibility it lends to green brands and to the dedicated purveyors of them.
When efforts to become sustainable are elusive, time consuming and expensive, the process undermines itself. However, for all of us truly interested in making a difference, we must remember that the small and the new are usually in no position to battle the strong and the well-established. I like to think of my research into products, foods, clothing as deliberate acts of sustainable consumption. Not that we can consume our way out of unsustainability, but we can make better choices, incrementally, daily. This is what I like to call ‘intentional living.’
It is easy to live and engage with the marketplace unintentionally, but we are fast learning that a responsible and thoughtful interaction with our environment, economy, and political society are necessary for the important and beneficial shifts we need to move towards more sustainable living.
The need for more awareness of…dare I say it…’alternatives’ is important for this movement. Richard Seireeni, as a brand and market expert, is doing his part in making this awareness a reality. For this reason our Expedition Guides nominated Richard to be an interview candidate for The Canada Expedition. Read on to find out what he thinks about sustainability and human potential:
Guides: Richard, you have been selected by our group of Expedition Guides as a potential expert in the area of “Liberating Human Potential.” Can you talk a bit about your work and how it relates to human potential?
Richard: As a brand and communications expert, I set out to write a book about the brand development and marketing experiences of America’s leading green companies. The hope was that these experiences would encourage other eco-conscious entrepreneurs to follow in their tracks. In the course of this research, I stumbled across a vast, interconnected green community that my subjects were using to the get word out. I call this network The Gort Cloud. The use of this network to market earth-friendly products and services removes the traditional barriers to mass marketing and enables anyone with a great idea to gain access to customers at relatively low cost.
Guides: What link do you see between liberating human potential and sustainability?
Richard: Both the Industrial Revolution and the Internet Revolution enabled the rapid growth of new ideas and incubated the talent to cook up those ideas. The Age of Sustainability is doing something similar. It is creating a market for innovation and innovators.
Guides: What do you see as key to liberating human potential individually, in groups, organizations and politically?
Richard: It’s hard for individuals to work in a vacuum. The interconnected green community provides the support to help individuals achieve their potential. This can include technical help, investment money, PR outlets, certifying agencies, or distribution partners. It’s all out there to help ecopreneurs find success.
Guides: How can an individual best contribute to liberating human potential?
Richard: The goal of sustainability is a community endeavor and requires everyone to participate and to share. Individuals can achieve their potential by drawing from the experiences of others, but it is a two-way street. Everyone must give back and share.
Guides: From a systemic approach, what can we do to promote the equality of opportunities?
Richard: I’m not sure we have to do anything. The system propelled by the Internet is creating its own opportunities, and I would guess that these opportunities come with fewer inequalities than in the past. That said, bias is a human condition that is not necessarily cured by joining the sustainable community.
Guides: From a philosophical approach, how can we implement ‘philosophies of sustainability?’
Richard: First, we must be rational. 100% sustainability is not a realistic goal unless we commit mass-suicide. Every morning that we get up, we cause problems. The goal is to be incrementally better than we’ve been before – to include environmental and social impacts when considering return on investment by corporate leaders or a product choice by individual consumers. Impacts must be made tangible to consumers so they make the right choices.
Guides: Can sustainability be described as an issue of cultural norms? And if so, what cultural norms need to change for us to move towards a sustainable future?
Richard: It’s hard to tell a mother on welfare to buy organic broccoli at $2.49 per pound when she can buy a complete (un)Happy Meal for her kids for about the same price. So, yes, sustainable choices have a cultural component, which must be addressed to get sustainability into everyday practice for everyone.
Guides: If you were to critique The Canada Expedition’s four pillars of human sustainability, (which are 1. stabilize climate change, 2. develop an eco economy, 3. prevent and resolve political violence and 4. liberate human potential) what recommendations would you make?
Richard: These are lofty goals and in some ways so lofty as to be difficult to wrap your head around. For instance, I have had a problem with the term ‘climate change’ because it conjures up a problem so vast as to be beyond the effective power of any one person. I prefer the much earlier description of the problem as ‘over-population’. We understand quite clearly that too many people competing for limited resources is the core problem, and we can choose to limit our individual families to 2 children or fewer. This is a description of a problem with a solution we can address with an individual action. How do I stop climate change? It’s much more difficult to envision the effective solution.












Hello,
